Events, Organisations & Operators,

More than 40,000 people – including 30,000 visitors – attended the 30th edition of Arabian Travel Market (ATM), which concluded last week in Dubai, UAE.
This not only represents a year-on-year increase of 29% in attendees compared to 2022, it also represents a 5% increase over 2019, establishing a new record for the show, demonstrating that the Middle East’s travel and tourism sector is booming.
In line with ATM 2023’s theme, ‘Working Towards Net Zero’, more than 2,100 exhibitors and representatives from over 150 countries gathered at Dubai World Trade Centre (DWTC) to explore how the industry can ensure sustainable travel for future generations.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “My colleagues and I are thrilled that so many tourism professionals were able to join us in Dubai to celebrate the 30th edition of the show and shine a spotlight on our sector’s ongoing journey to net zero. The fact that we witnessed record attendance at ATM 2023 is extremely encouraging and a strong indication that the Middle East’s travel industry is once again in excellent shape.”
To mark three decades of ATM, there were a number of special events on the agenda during the four-day exhibition. Hilton won the inaugural Sustainable Stand Award. Selected by an independent panel of judges, the hospitality brand was chosen for its decision to use a local supplier in the creation of its stand as well as its commitment to repurposing materials as much as possible over the coming three years. Hilton also used a carbon calculator to measure the carbon footprint associated with its involvement in the show and has taken steps to mitigate this output.ADVERTISEMENTThe prestigious Pearl Award was also created exclusively for the 30th edition of ATM and awarded to Colm McLoughlin, Executive Vice Chairman and CEO of Dubai Duty Free, for his outstanding contribution to the travel and tourism sector in the UAE. McLoughlin began his career at Dubai Duty Free in 1983 and has since helped to transform the organisation into a $2 billion company.
Moderated by Eleni Giokos, Anchor and Correspondent CNN, the show’s opening session delved into a climate change debate as tourism heads took to the Global Stage. The prestigious line-up of speakers included Sujit Mohanty, Regional Division for the Arab States, United Nations Office for Disaster Risk Reduction (UNDRR); Dr Abed Al Razzaq Arabiyat, Managing Director, Jordan Tourism Board; and HE Walid Nassar, Lebanon’s Minister of Tourism.
ATM 2023 was held in conjunction with Dubai World Trade Centre, and its strategic partners include Dubai’s Department of Economy and Tourism (DET) as the Destination Partner, Emirates as the Official Airline Partner, IHG Hotels & Resorts as the Official Hotel Partner and Al Rais Travel as the Official DMC Partner.

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The largest and most important B2B travel and tourism trade show in the region celebrates the results of its latest edition, with growth in all aspects. Held from April 3 to 5, at Expo Center Norte, in São Paulo, WTM Latin America had 26,454 participants, an increase of 32.2% compared to the 2022 event.
The number of professional travel and press visitors alone reached 20,873 (excluding the number of exhibitor staff), which corresponds to an increase of 37.3% compared to the 15,204 visitors of the 2022 edition.
Regarding exhibiting companies, WTM Latin America 2023 had 623 exhibitors from 40 countries – about one third of them representing national destinations – presenting their novelties in products and services, a growth of 3.8% compared to 2022. In commercialized area, the increase was 8% compared to the previous year.
The significant increase in the presence of travel agents, one of the most important drivers of the sales chain, was another point celebrated by the organization. The number of professionals jumped from 2,706 in 2022 to 6,947 in 2023, a 157% growth and an absolute record among the ten editions held. The event also registered a higher participation of buyers who are members of the WTM Buyers’ Club – from 1,473 to 2,362, a 60% increase.
The official figures, released today, reinforce the relevance and recognition of the event as the main meeting point in the region for attracting new business, networking, and offering knowledge that supports the development of the Latin American tourism industry. The 2024 edition is confirmed to take place at Expo Center Norte, from April 2 to 4. “The cycle has already started, our planning is underway. Our responsibility now is to listen, improve and build an even better event next year,” says Daniel Zanetti, director of WTM Latin America.ADVERTISEMENT

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Boeing is expanding its support of the Invictus Games and the wounded servicemen and women from around the world who compete and inspire. For the first time, the company will serve as the Presenting Partner of Invictus Games Düsseldorf 2023.
“The Invictus Games makes a decisive contribution to the rehabilitation of wounded, injured and sick service personnel and veterans,” said Brigadier General Alfred Marstaller, project director of the Invictus Games Düsseldorf 2023. “We are delighted to be working with Boeing this year to provide lasting support to the competitors on their rehabilitation journey.”
The announcement was made yesterday in Berlin during a parliamentary reception at the Representation of the Federal State of North-Rhine Westphalia. The expanded partnership builds on a multi-year agreement with the Invictus Games Foundation and the company’s sponsorship of Invictus Games Sydney 2018 and Invictus Games The Hague 2020.
“Boeing has an enduring commitment to those who wear the uniform, veterans and the families who love and support them; their immense sacrifice is exceeded by their devotion to country. The courage and determination of these Invictus competitors inspire us all,” said Boeing President and CEO Dave Calhoun. “On behalf of some 20,000 veterans who proudly work at Boeing, we are honored to be the Presenting Partner for this year’s Invictus Games in Germany, where we will celebrate the remarkable achievements and indomitable spirit of all its competitors.”
Featuring more than 500 competitors from 22 nations participating in 10 sports, the Invictus Games Düsseldorf 2023 presented by Boeing will also bring together family and friends of the competitors to acknowledge their role in recovery, post-injury or illness. The Invictus Games Düsseldorf 2023 will take place September 9–16, 2023 in and around the Merkur-Spiel Arena.ADVERTISEMENT“We are very grateful for Boeing’s long-term support for the Invictus movement. Today’s announcement builds on Boeing’s past sponsorship of the Invictus Games Sydney 2018 and the Invictus Games The Hague 2020, each time with greater and deeper support,” said Invictus Games Foundation CEO Dominic Reid OBE. “Our work supporting international wounded, injured and sick servicemen and women through sport is only made possible by partners like Boeing, which has committed to long-term support for veterans and their wider community, both at the Invictus Games and beyond.”
The Boeing and Invictus Games Foundation partnership continues to inspire the recovery of international wounded, injured and sick veterans and service personnel through the power of sports, esports and adventurous challenges. In 2022, Boeing contributed more than $13 million to support veterans workforce transition and recovery and rehabilitation programs globally. Over the past decade, Boeing has contributed more than $70 million to programs that support veterans and their families and has long-standing partnerships with veteran service organizations from Invictus Games partner countries.

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Sustainability is becoming an increasingly important consideration within the Middle East’s luxury travel sector, especially in the UAE where 61% of residents say they are willing to pay a premium for more responsible, eco-friendly and sustainable tourism experiences.
rends and opportunities within the high-end travel segment will represent key focuses throughout the 30th edition of Arabian Travel Market (ATM), which will run from 1-4 May 2023 at Dubai World Trade Centre (DWTC).
According to YouGov’s Global Travel & Tourism Whitepaper 2023: Luxury travel post-pandemic, one in 10 consumers has stayed in luxury eco-friendly accommodation during the past three years. This trend is especially prevalent among high-income travellers, whose sustainable luxury hotel stays have increased by 50% during the same period.
The UAE topped global rankings in terms of the value placed on exploring, with almost two-thirds (58%) of respondents reporting that travel has become more important to them since the Covid-19 pandemic. In terms of luxury travel priorities, a quarter of those living in the Emirates are looking for great entertainment, whereas 19% place the biggest emphasis on premium-quality accommodation when booking trips.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “The Middle East has developed an unparalleled international reputation for luxury tourism, with consumers across the region placing a high value on bespoke, memorable and environmentally responsible experiences. This is especially pertinent given ATM 2023’s theme, ‘Working Towards Net Zero’. Industry leaders will be showcasing the innovative ways in which they are delivering luxury, sustainable travel experiences across the Gulf and beyond.”ADVERTISEMENTIn addition to sustainable luxury travel, consumers’ appetite for authentic excursions is also on the rise within this segment. Over half (51%) of affluent tourists have sought more meaningful travel experiences since the pandemic, and more than a quarter (27%) are willing to pay extra for secluded villas and chalets. These figures coincide with growth across the Gulf’s travel industry. By 2028, the value of the UAE’s outbound sector is set to reach $30.5 billion, Saudi Arabia is on course to hit $27 billion, Kuwait is expected to grow to $17 billion, and Qatar is likely to exceed $13 billion.
Join us at Arabian Travel MarketThe market leading travel and tourism event brings the whole world together in the Middle East. Join us from 1–4 May 2023 in Dubai, UAE.
Discover ATMPremium travel will be placed under the microscope at ATM 2023, as high-profile names from across the sector gather in Dubai to discuss luxury-related trends, challenges and opportunities during the session entitled, Sustainable Luxury: At What Cost?. Moderated by Joe Mortimer, Editor-at-Large at Destinations of the World News, speakers including Amir Golbarg, Senior Vice President Operations – Middle East & Africa at Minor Hotels; Candice D’Cruz, VP Luxury Brands at Marriott International; and Nadia Ibrahim, Member of the Board of Directors at the UN Global Compact, will discuss a range of industry-critical topics, such as the environmental impact of luxury hospitality and the most effective methods of carbon offsetting.
ATM 2023 will also see the return of International Luxury Travel Market (ILTM) Arabia 2023, a luxury-focused event dedicated to high-end destinations, premium accommodation and bespoke tourism experiences, which will run on days two and three of the show. The upcoming edition of ILTM Arabia will deliver extensive networking and knowledge-sharing opportunities to participants, as 44 exhibitors engage with a select group of buyers catering to high-net-worth individuals (HNWIs) across the GCC and broader region.
ATM 2023 will feature an array of exclusive brands from the Middle East’s luxury hospitality segment, including Kerzner International’s Atlantis The Palm and Atlantis The Royal; Jumeirah Hotels & Resorts’ Burj Al Arab; Caesars Palace Dubai; Emaar Hospitality Group; and more. The ILTM Lounge will also host a range of international luxury exhibitors, such as Japan’s Hotel New Otani Tokyo Executive House ZEN; Adaaran Resorts Maldives; Switzerland’s Red Carnation Hotel Collection; France’s Airelles; and The Ritz-Carlton, South Beach in the United States, among others.
The 30th edition of ATM will explore the future of sustainable travel in line with its theme, ‘Working Towards Net Zero’. Having officially initiated its journey to net zero, the conference programme will explore how innovative sustainable travel trends are likely to evolve, allowing delegates to identify growth strategies within key vertical sectors, while providing a platform for regional experts to explore a sustainable future ahead of COP28, which will take place in November 2023 at Expo City Dubai.
The conference will also feature a sustainability category at its annual exhibitor awards for the first time. Exhibiting organisations will be recognised based on the extent to which they have considered the environmental impact of their stands, as well as their efforts to reduce their carbon footprint.
ATM 2023 is held in conjunction with Dubai World Trade Centre and its strategic partners include Dubai’s Department of Economy and Tourism (DET) as the Destination Partner, Emirates as the Official Airline Partner, IHG Hotels & Resorts as the Official Hotel Partner and Al Rais Travel as the Official DMC Partner.

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Bringing together government leaders, hotel investors, owners, developers and operators at what is set to be the biggest Future Hospitality Summit (FHS) to date, FHS Saudi Arabia will take place from 7-9 May at the Al Faisaliah Hotel in Riyadh.
Launched in partnership with Saudi Arabia’s G20 Secretariat in 2020, FHS Saudi Arabia is the most influential hospitality investment conference for industry leaders and senior decision-makers in the hospitality industry of Saudi Arabia and beyond. This will be the sixth industry conference organised by The Bench for the Saudi market. “We are thrilled to be back in Riyadh in May following the overwhelming success of our sold-out 2022 edition, and we’re delighted to be in a new and larger venue this year thanks to our host sponsors Al Khozama Investment Company and Al Faisaliah Hotel,” said Jonathan Worsley, Chairman of The Bench. “The demand for our hospitality events in Saudi Arabia continues to grow and with the Kingdom named as the fastest expanding tourism industry within the G20 countries in the UNWTO Tourism Barometer, there will be so much to share about tourism and hospitality investment and development at FHS Saudi Arabia this year.”This year’s conference theme, ‘Invest in Change’, highlights the importance of the positive change that can be brought forward through the investment in time, intellect and expertise in the hospitality industry to keep up with changing times and trends to better shape the future of the industry.The action-packed three-day conference agenda will include tracks from the Global Restaurant Investment Forum (GRIF) and will have a strong focus on sustainability, innovation, start-ups and human capital development.“Delegates will have over 50 opportunities to network, learn and discuss with sessions that range in format from main stage presentations, ‘hard talk’ interviews and panel discussions to case studies, culinary tours and dedicated networking time,” added Worsley.  The first day is dedicated to the Global Restaurant Investment Forum (GRIF) focused on F&B investment and development in the Kingdom and beyond. This will include GRIF’s signature Culinary Tours featuring LPM, The Brasserie, Mamo Michelangelo, Meraki and Yauatcha in Riyadh. The main FHS programme will kick off with the opening reception hosted by Al Khozama on Sunday evening.

“We are thrilled to host the next Future Hospitality Summit at Al Faisaliah Hotel. It is an honor to bring together industry leaders and innovators to discuss the future of hospitality and shape the direction of our industry. Our team is excited to showcase our exceptional facilities and provide an unforgettable experience for all attendees. We look forward to welcoming delegates to our property and create lasting memories together,” said Richard Johnson, GM of Al Faisaliah Hotel. The official opening of the 2023 edition of FHS Saudi Arabia will take place on Monday 8 May with welcome remarks by His Highness Prince Bandar bin Saud bin Khalid Al Saud, Secretary General of the King Faisal Foundation and Chairman of the Board of Directors of Al Khozama.Plenary sessions on Monday 8 May will cover a wide variety of topics including the evolution of the Saudi hospitality sector with a market snapshot in the FHS Intelligence Den, a panel discussion on the reinvention of hospitality space, a panel on the use of immersive technologies such as AI and the metaverse, as well as the business of luxury and wellness in a changing world, and a panel discussion on the main theme of the conference where industry leaders will share their insight on how they are investing in change.Ian Wilson, Regional Director of Hospitality for THE LINE, NEOM, will be participating in the panel on the reinvention of commercial spaces and how hotel, retail and F&B sectors are merging to provide more value to customers.In addition, there will be several on-stage interviews including a conversation between Glenn Mandziuk, Chief Executive Officer of the Sustainable Hospitality Alliance, and CNN’s Senior Reporter for Business Arabic, Widad Taleb, about the hospitality industry’s response to climate change; a CEO Discussion on Real Estate Development and Hospitality Masterplans with Chris Lund, Executive Director, Head of Hospitality & Tourism MENA region at Colliers, and a Hard Talk session with Winnie Chiu JP, President and Executive Director Dorsett Hospitality International; Executive Director, Far East Consortium and Chairman of AGORA Hospitality Group and Oliver Bonke, Chief Executive Officer & Chairman of the Board of Management of Deutsche Hospitality on the return of Chinese outbound travellers and their influence on the future of tourismAlso speaking at FHS Saudi Arabia is Eng. Ahmed bin Wasl Al Juhani, Chief Executive Officer of Rua Al Madinah Holding, and he said: “Rua Al Madinah Holding’s flagship project is developing the area on the east of the Prophet’s Mosque in Madinah. The project will add 47,000 hotel rooms, ranging from five-star properties that offer direct views to the mosque, to two-star accommodations that cater to various visitors with different needs and preferences. The project aims to enrich the experience of expected 30 million visitors by year 2030 aligned with the Vision 2030 target.” The first day will conclude with a networking reception at Mansard Riyadh, a Radisson Collection Hotel, hosted by Radisson Hotel Group.Elie Younes, Executive Vice President & Global Chief Development Officer of Radisson Hotel Group, said: “We look forward to welcoming delegates to a networking and relaxing reception at Mansard Riyadh, A Radisson Collection Hotel, our latest Radisson Collection Hotel in the Kingdom. We look forward to seeing everyone there for a memorable evening to relax, have some fun, forge new relationships, and strengthen existing ones.”The final day of FHS Saudi Arabia will focus on the future of hotel investment and development. Topics that will be tabled include attracting investment in the hospitality industry to accelerate growth and fuel a sustainable future; destination and hotel development in Saudi Arabia; the evolution of investing in holistic hospitality and activating innovation; acceleration and investment and urbanisation, and the development of new cities, to name but a few.In addition, there will be a panel discussion with industry leaders, including Aseel Bondagjy, Hotel Talent Development Lead at NEOM, and Mae Al Mozaini, Founder & CEO of The Arab Institute for Women’s Empowerment-Nusf, on how to motivate the next generation of employees, where to educate them, and the sources of talent acquisition, as well as two on stage case studies that will cover lifestyle funds in the Kingdom and how the public and private sector are working together to enable Vision 2030 in Saudi Arabia.FHS Saudi Arabia will conclude with a visit to Diriyah Gate, a seven square kilometre mixed-use historic, culture and lifestyle destination, set to become the Kingdom’s historic and cultural heart.New this year – Battle of the BrandsNew at FHS Saudi Arabia this year is the ‘Battle of the Brands’, judged by an esteemed panel of judges and a unique opportunity for hotel operators and entrepreneurs to present their new brands to the Saudi market. Research indicates that Saudi hotel owners and developers are seeking fresh brand concepts to complement existing brands that are already in the market. This will be the ultimate platform for innovative and sustainable hotel concepts to showcase their brands that have yet to launch in the exciting hospitality landscape of Saudi Arabia. For the first time at FHS Saudi Arabia – Start Up DenThe Bench is passionate about supporting start-ups and providing an opportunity for entrepreneurs to pitch their business model to a senior panel of judges and investors. Following the success of the Start Up Den at FHS in Dubai last September, this will be the first time that start-ups have the opportunity to pitch their business to industry delegates in Saudi Arabia. Prizes include incubation through STA providing workplaces within the Saudi hospitality industry. Register here. https://share.hsforms.com/1kQDpXCuIRmmnQcThDpTlkg8nd8z
For more information on the 2023 FHS event series please visit https://www.futurehospitalitysummit.com/ADVERTISEMENT

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(Left to Right) Velocity Backpack, Aero International Expandable 4 Wheeled Carry-On, Torque Sling
Today, international travel and lifestyle brand TUMI launched its limited-edition TUMI | McLaren 60th Anniversary Collection to celebrate six decades since the founding of elite motorsports team and luxury supercar maker McLaren.
he collection was unveiled in the final installment of the brand’s Spring 2023 campaign, entitled “Unpack Tomorrow,” featuring returning TUMI Crew member and McLaren Formula 1 driver Lando Norris.“As two brands rooted in the creation of world-class, performance luxury products with a true understanding of how technology and functionality coincide, the synergies between TUMI and McLaren are undeniable,” said TUMI’s Creative Director, Victor Sanz. “We are thrilled to have collaborated on this collection with McLaren, utilizing their famous papaya color and combining modern, lightweight materials to create luggage, bags and accessories that celebrate their 60th anniversary.”
TUMI and McLaren’s commemorative collaboration will continue to seamlessly integrate fashion, lifestyle and technology with its newest seasonal pieces through a combination of cutting-edge technology, innovation, and design excellence.
Designed to accommodate the needs of pioneers, travelers and adventurers on the go, the collection offers a range of limited-edition styles in McLaren’s signature papaya colorway, including the Velocity Backpack, Aero International Expandable 4 Wheeled Carry-On, and Torque Sling, as seen in Lando’s “Unpack Tomorrow” campaign images. The new collection officially dropped today, April 13th, and is now available to shop in TUMI stores worldwide and on TUMI.com.
“Together with TUMI, we wanted to build on the success of our core and carbon fiber collections with a bespoke capsule edit to celebrate sixty years of McLaren,” said Goran Ozbolt, Chief Designer of McLaren Automotive. “This edition of luxury travel pieces also celebrates our founder Bruce McLaren’s passion for looking to the future, pushing the boundaries, and matching effortless functionality with a modern design language that reflects the ethos of both companies.”ADVERTISEMENTLando’s installment of “Unpack Tomorrow,” which follows that of fellow TUMI Crew members Richarlison de Andrade and Reneé Rapp, features the racing superstar in a short-film montage of his travels, showcasing a hybrid McLaren Artura supercar and the ways that his TUMI bag’s performance matches his own.

The Formula 1 driver’s campaign video reintroduces best-selling pieces from TUMI’s core TUMI | McLaren collection which the brand has relaunched this season, furthering the celebration of McLaren’s special anniversary and the ongoing partnership between the international travel and lifestyle and luxury automotive brands.
In addition to the launch of the 60th Anniversary collection, TUMI will be amplifying its partnership with McLaren through a global content series at key Grand Prix races, including multiple community engagement tactics, influencer talent, and exclusive giveaway prizes.

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Chinese exhibitors and travel professionals are making a welcome return to Arabian Travel Market (ATM) 2023 which is being held at the Dubai World Trade Centre (DWTC) for its 30th edition from 1-4 May, for the first time in three years.
China lifted its covid-related travel restrictions on 8th January 2023, allowing Chinese tourists to travel abroad, without having to quarantine upon their return.  Bookings for overseas travel during Chinese New Year, soared by 540% compared with the same period in 2022, according to data from the Chinese travel site Trip.com.
Furthermore, in a CNN report, Steve Saxon, a partner at McKinsey, based in Shenzhen,  predicted the Chinese outbound market would recover to around six million per month by the summer of 2023, driven in part by the pent-up demand especially from young, affluent Chinese.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market commented, “China became the world’s top source market in 2019, with 155 million tourists spending more than $250 billion overseas. However, its isolation from the global market over the past three years has set the industry back by an estimated $840 billion, equivalent, to 16% of the $1.7 trillion spent annually on global tourism, according to UNWTO.”
Dubai received almost one million Chinese visitors in 2019, which was an increase of over 15% compared with 2018. And while the 154,000 Chinese visitors Dubai welcomed over the first 11 months of 2022 was down 83% compared to the same period prior to 2020, it was up 115% year-on-year, which bodes well not only for Dubai, but also for the wider Middle East tourism sector.ADVERTISEMENTPopular destinations such as Dubai, Saudi’s AlUla, Egypt and Jordan, which have consistently marketed to Chinese outbound business-to-consumer and business-to-business, should be in a strong position to benefit from the predicted rebound of Chinese visitor numbers.
“We have noticed a considerable amount of enquiries recently from travel professionals in China. Although we would not expect the same volume of Chinese exhibitors and visitors we received in 2019, we are confident of healthy participation numbers this year,” she added.
The market leading travel and tourism event brings the whole world together in the Middle East. Join us from 1–4 May 2023 in Dubai, UAE.
Considering the short notice, ATM 2023 has already confirmed the participation of key Chinese exhibitors such as FLIGHTROUTES24 Travel, Shenzhen GoodLuck Trip International and Travel World China, with many more bookings anticipated ahead of the show.
ATM is also organising a dedicated conference session on its Global Stage, entitled ‘China is back on the map: Macro and micro impacts’, in partnership with Dragon Trail International.
An expert panel of speakers including Sienna Parulis-Cook, Director, Marketing and Communications for Dragon Trail International, Peggy Li, CEO & Chief Trouble shooter at sps:affinity and Winnie Chiu, President, Dorsett Hospitality International, will discuss the latest trends that are driving the recovery of Chinese tourism to the Middle East.
Business travel will be integral to the tourism revival. According to a recent survey by the Shanghai Institute of International Studies and PwC China, over 75% of Chinese businesses polled were looking to enter or expand their presence in the Middle East over the next three to five years, with the UAE and Saudi Arabia top destinations for investors.
“I am convinced that the Middle East will experience a surge in Chinese tourism, reminiscent of the rebound we witnessed from Europe and India in late 2021 and early 2022,” said Curtis.
Other highlights at ATM 2023 include exploring the future of sustainable travel in line with its theme of ‘Working Towards Net Zero’. Having officially initiated its journey to net zero, the conference programme will explore how innovative sustainable travel trends will likely evolve. It will enable delegates to identify growth strategies within key vertical sectors while providing a platform for regional experts to explore a sustainable future ahead of COP28, which will take place in November 2023 at Expo City Dubai.
The conference will also feature a sustainability category at its annual exhibitor awards for the first time. Exhibiting organisations will be recognised based on the extent to which they have considered the environmental impact of their stands and their efforts to reduce their carbon footprint.
ATM 2023 is held in conjunction with Dubai World Trade Centre, and its strategic partners include Dubai’s Department of Economy and Tourism (DET) as the Destination Partner, Emirates as the Official Airline Partner, IHG Hotels & Resorts as the Official Hotel Partner and Al Rais Travel as the Official DMC Partner.

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Hotelschool The Hague has announced the launch of the 2023 Sustainable Hospitality Challenge (SHC). This year’s edition will include for the first time, leading international architecture, technology and design universities who will be joining the participating top-tier hospitality institutions to form multidisciplinary student teams.
The Sustainable Hospitality Challenge (SHC) is a Hotelschool The Hague initiative that aims to enhance the evolution of sustainable hospitality, foster innovation driven by the leaders of tomorrow, and nurture talent on a global scale by bringing them close to industry organisations who want to reimagine the future of hospitality.
Over 40+ universities from around the globe, including returning champions, Cornell University, Ecole Hôtelière de Lausanne (EHL), Toronto Metropolitan University, Hotel Institute Montreux, CY Cergy Paris Université, and Hotelschool The Hague, will be competing in this year’s challenge.
Paul Griep, founder of the SHC said:“When looking at Cornell University’s winning 2022 concept, it is a perfect example of added value thanks to multi-disciplinary synergy. By seeking the support from aero-space engineers, architects and financial advisors, they were able to lift their winning project to the next level. Working with other disciplines in the 2023 SHC will allow innovation to be well integrated, complete and feasible. I am already seeing how bringing together students from different disciplines in this year’s challenge benefits the sustainable future of our industry and the planet. It will empower them to create the best, most innovative, and complete concepts. I welcome all multi-disciplinary teams to this year’s challenge and cannot wait to see what great concepts they have created. “
The challenge, founded in 2014 as the ‘Genio Worldwide Innovation Summit,’ has re-established itself to make sustainability its central theme, given the urgent relevance of the climate crisis to the hospitality industry. Presented by Hotelschool The Hague, The Sustainable Hospitality Challenge, together with their partners The Bench, The Sustainable Hospitality Alliance, and its main sponsor NEOM, is committed to building a more sustainable future.ADVERTISEMENTChris Newman, the Executive Director for Hotel Development at NEOM said: “We are delighted to support the Sustainable Hospitality Challenge once more in its mission to inspire and challenge the next generation of hoteliers to create innovative and sustainable concepts. We are looking forward to witnessing the inventive projects and creative solutions that the students will come up with.”

Last year’s edition of the Sustainable Hospitality Challenge had ‘REMOTE’ as its central theme. The winning team from Cornell University presented their concept “Nimbus”, an eco-resort in remote areas. By means of hot air balloons, Nimbus
would bring economic opportunities to local communities while promoting sustainable tourism.
The theme of this year’s challenge will be: ‘ONE WITH NATURE’, focusses on the urgent need to preserve and regenerate ecosystems. Primarily inspired by NEOM’s respectful relationship with nature, this year’s challenge touches upon regenerative tourism.
NEOM is located in the Tabuk Province of north-western Saudi Arabia. It will cover 26,500km2 and extend 460 km along the coast of the Red Sea. Built on a most ancient land, enhanced by world-leading design, immersive digital experiences and seamless travel. It will challenge and shape the possibilities of global travel in the years to come.
Griep also added saying:” last year, we got the opportunity to visit NEOM, and it was incredible to witness their focus on the preservation of its surrounding. Regenerative tourism and protecting nature are a clear golden thread that runs through all of their initiatives.”
The qualifications rounds will be held in March 2023, followed by the semi-finals in Amsterdam. The finals, in partnership with The Bench and The Sustainable Hospitality Alliance, will be held at the Future Hospitality Summit (FHS) in Abu Dhabi. Tickets and information for these events will be shared on LinkedIn, Instagram, and the challenge’s website, www.thestudentchallenge.com.
“We’re very excited to host the finals of the Sustainable Hospitality Challenge at the Future Hospitality Summit again this year and we look forward to welcoming the finalists to Abu Dhabi in September. We have been blown away by the young talent over the past few years and I’m sure we’re in for a great final round again this year, especially with the introduction of the multidisciplinary teams. Architecture, design and technology are key drivers of innovation in hospitality and I’m excited to see what sustainable solutions they will be able to bring to our industry,” said Jonathan Worsley, Chairman of The Bench.
“The Sustainable Hospitality Challenge is always one of the highlights of our summit. It is exciting to see these young bright minds come together to think of solutions for a more sustainable future for the hospitality industry” Glenn Mandziuk, CEO Sustainable Hospitality Alliance.
“Change is the only constant for sustainability and innovation and the next generation of hospitality professionals are those who will push the envelope of innovation for all of us. Giving them a voice and decision-making powers to lead the change bottom-up will further disrupt our space and drive more change. This is why we have chosen to join and contribute to the student challenge and drive change with the youth talent from far and wide joining our ranks. Looking forward to the disruptive ideas they will share for a greener and more inclusive world.” Marloes Knippenberg, CEO of Kerten Hospitality.

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